MKT 100 Lecture Notes - Lecture 7: Themarker, Procedural Knowledge, Garnier
12 Jun 2019
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Week 7 Activity
Segmentation
Scope of Activity:
This exercise focuses on how companies segment a market to reflect the alignment of the
features and benefits of its products/services with the characteristics of its target markets.
Expectations:
• Group members work collaboratively in class on all aspects of the submission.
• The final submission is shared among all group members.
• The sources for external information (including those provided by the instructor) and
those sourced by the group are referenced in the submission. Eg: the specifics of the
website accessed or D2L background provided.
• The submission includes only the names of group members present in class and
contributing actively to the submission. The submission excludes the names of group
members either not present or not contributing.
• Point form is allowed. Submissions that are both tightly written and clear are valued.
• All work for the calculations sections of the activity are included in the submission.
• All components of the activity are included in the submission (questions answered,
sections completed, calculations done).
• Final submissions are made electronically through D2L before the end of class. The
assignment box closes automatically and precisely on the hour.
• Only one member per group makes the electronic submission on behalf of the group.
• The file format for the submission is as follows:
Wk7xxxx(first initial and last name of submitter;(eg: Wk7MFoster)
THE MARKER IS WELL AWARE OF THE TIME RESTRICTION ON
COMPLETION OF THIS ACTIVITY AND WILL ASSESS ACCORDINGLY.
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ROADMAP FOR ACTIVITY COMPLETION
The following provides direction for how to complete your group submission successfully. First,
you need to identify the critical facts that are necessary (declarative knowledge). Then you need
to know the steps to organize and apply the factual knowledge to answer the question posed
(procedural knowledge). Finally, (conditional knowledge), you need to be able to identify and
pull out the pertinent knowledge using the right procedures and apply it to the situation.
Declarative Knowledge:
1. Audiovisual material (theory and metrics) assigned for this week
2. Chapters from textbook assigned for this week
3. Background information provided on D2L
4. Additional background material sourced by group during class
Procedural Knowledge:
1. For metrics questions, follow steps outlined in audiovisual tapes.
2. For metrics questions, follow steps necessary in completion of metrics worksheets.
3. For Segmentation analysis:
a. Review each component of the structure outlined in audiovisual material
b. Identify declarative knowledge from sources above that fit with this analysis
Conditional Knowledge:
1. Analyse the segmentation information and determine the influence/impact on the current
situation future decisions of the company.
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Submission
Description versus Analysis
Listed below are a series of statements, which may be descriptive or analytical. A descriptive
statement provides information only and does not explain why that information is important to
know or what it means in a broader context or how it can assist in a business decision. An
analytical statement provides information, but also answers the question “so what” or “so why is
this important”.
1. Identify which of the following statements is descriptive and which is analytical, by
checking the appropriate box.
2. For each of the statements you have identified as descriptive, change the statement into
an analytical statement, by additional, but pertinent information.
Statement
Descriptive
Analytical
Rewritten (if necessary)
Tim Hortons has 3,315 stores in
Canada with operating income last
quarter at $140-million.
X
Tim Horton’s has 3315 stores in
Canada with operating income
last quarter at $140 million, so
it has the ability to expand and
invest in more stores to
increase income even more.
Starbuck’s latest digital initiative,
Mobile Order and Pay, is witnessing
increased usage and could prove to
be a key growth driver as its
adoption increases.
x
Starbucks stores offer coffee and tea
beverages, packaged roasted whole
bean and ground coffees, single-
serve and ready-to-drink coffee and
tea products, juices, and bottled
water.
x
Starbucks stores offer coffee
and tea beverages, packaged
roasted whole bean and ground
coffees, single-serve and ready-
to-drink coffee and tea
products, juices, and bottled
water which shows that they
offer consumers a wide variety
of products that can cater to
different needs and desires.
Segmentation – Shampoo Market
A. List the major brand/types of products within the shampoo market
B. Think about specific benefits provided by the brands/types and list them in no particular
order.
C. Some of these benefits may be versions of a larger overarching benefit. For example,
available in value-sizes, frequently on sale, and good price are all versions of the overarching
“value for money” benefit. Group the benefits into three distinct and overarching benefits
that a number of specific brands may offer to consumers.
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